A recent study has shed light on the specific time of day when food cravings peak for most people. According to the study, around 4 pm marks the time when the average Brit struggles with strong food cravings. These urges can be triggered by various stimuli such as seeing pictures of food, smelling delicious aromas, or hearing others talk about their hunger. The study by Chicago Town found that a staggering 71 per cent of Brits think about pizza on a daily basis, with over a third of them ensuring they indulge in pizza at least once a week.
The research also highlighted that Fridays and Saturdays are the top days when people are most likely to give in to their pizza cravings, closely followed by Wednesdays. Additionally, the study revealed that when it comes to satisfying their pizza urges, more individuals are now inclined towards home-cooked pizzas (46%) rather than opting for takeout (38%). In response to these findings, Chicago Town has introduced an online calculator and competition to help people identify their peak craving time, with three fortunate winners set to receive a year’s supply of pizza.
Honey Langcaster-James, a consultant psychologist, provided insights into the psychological aspects of food cravings, explaining that external cues, routine mealtimes, and social elements can significantly impact hunger. She noted that food cravings are often associated with particular times of the day or locations, leading to a conditioned response. In the case of pizza, the communal aspect of sharing a pizza could contribute to a sense of bonding and togetherness among individuals.
The study’s revelations have provided a fascinating peek into the intricacies of our relationship with food and the psychological drivers behind our cravings. With more and more people opting for homemade comfort foods to satiate their pizza desires, it’s evident that these cravings are deeply rooted in our daily routines and social experiences.